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1、ThePrinciplesandMethodsofBrandNameTranslationⅠ.IntroductionThehumansocietyhasenteredthe21stcentury.Theinternationaltradeisdevelopingfast.Thenationalboundaryconceptdesalinatesgradually,whenthescaleofthecommercialcooperationandthecommodityimportandexporte
2、xpandunceasingly.Importandexportproductinforeignlandwhethercandevelopthemarketandseizethemarketsuccessfully;thebrandnametranslationisplayingthepivotalrole,besidesmediumadvertisement.Thecommoditybrandnameissimilartohuman'sname.Thetranslatedbrandnameisthe
3、secondnameofcommodityinothercountry,itsimportanceisself-evident.14Ⅱ．ThePrinciplesofBrandNameTranslationAsuccessfulbrandnametranslationbothmustretaintheoriginaltexttheessence,haswiththeoriginaltextsameleveleffect,andmustconformtoconsumer'sbrandnamepsycho
4、logysimultaneously,butalsomustgivedualattentiontotheculturaldifferenceofEnglishandChinese.A.TheAdvertisingNatureofBrandNameTranslationThetranslatedbrandnamemustconformtotheproduct’snatureandthecharacteristic,manifeststhelocalizationconceptintheoriginalt
5、ext,playsrolewhichinformswidely.Atthesametime,thetranslatednameshouldconformtothecommoditycharacteristic,succinctnovel,thepronunciationissweet.Itisadvantageoustospell,read,writeandremember,andeasytocausetheconsumertoproducethegoodassociationandimpressio
6、naboutthecommodity.Forexample,“Dynasty”---theEnglishtrademarkof“皇朝葡萄酒”,letuscannothelpassociatingtheoldmysticalorientcountry,sowehavedeepimageofthegoodagedwine.“Forever”isthetrademarkof“永久自行车”.Ittallywiththeadvertisement“经久耐用，直到永远”ofthebicyclecompletely
7、.“飞鸽自行车”wastranslated“FlyingPigeon”.“Pigeon”isthesymbolofpeaceand“flying”makesthecharacterofthebicyclevivid.“蜂花化妆品”istranslatedinto“Bee&Flower”.Wemayfeelcomfortableandfragrantafterweuseit.Thetranslatednamesabovegiveconsumersrelaxedfeelingandtheyalsocanb
8、erememberedeasily.B.InductivePrincipleofBrandNameTranslationThefinalgoalofthebrandnameisbringingconsumer'sattention,takingconsumer'sdemand,stimulatingconsumer'spurchasedesire,andfinallyservingwiththepurchasebehavior.Inductiveprin
